SUSANTO, HERU (2025) STRATEGI KOMUNIKASI KEMENTERIAN AGAMA RI PADA PROGRAM BANTUAN KINERJA DAN BANTUAN AFIRMASI (BKBA) MELALUI PROYEK REP-MEQR. S2 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Transformasi digital dalam tata kelola pemerintahan menuntut instansi publik untuk mengoptimalkan strategi komunikasi yang adaptif, cepat, dan berorientasi pada transparansi. Kementerian Agama Republik Indonesia (Kemenag RI) menghadapi tantangan tersebut dalam mensosialisasikan program Bantuan Kinerja dan Bantuan Afirmasi (BKBA) yang merupakan bagian dari Proyek Realizing Education’s Promise – Madrasah Education Quality Reform (REP-MEQR). Program ini tidak hanya berfungsi sebagai mekanisme distribusi anggaran, tetapi juga sebagai instrumen peningkatan mutu pendidikan madrasah berbasis kinerja dan data. Oleh karena itu, strategi komunikasi yang tepat menjadi kunci agar madrasah memahami prosedur, mematuhi regulasi, dan mampu mengimplementasikan program secara akuntabel. Penelitian ini menggunakan pendekatan kualitatif dengan paradigma konstruktivisme. Data diperoleh melalui observasi, analisis konten video sosialisasi BKBA, wawancara mendalam dengan pejabat Kemenag, manajemen proyek REPMEQR, serta kepala madrasah penerima bantuan. Teknik purposive sampling digunakan dalam pemilihan informan dengan mempertimbangkan keterlibatan mereka dalam pelaksanaan program. Analisis data mengikuti model Miles dan Huberman, melalui proses reduksi data, penyajian data, serta penarikan kesimpulan. Keabsahan data dijaga dengan triangulasi sumber, teknik, dan waktu. Penelitian menunjukkan bahwa Kemenag menerapkan strategi komunikasi terstruktur melalui kombinasi komunikasi top-down dan bottom-up. YouTube menjadi kanal utama penyebaran informasi karena sifatnya yang mudah diakses, fleksibel, dan memungkinkan Bimtek digital berskala nasional. Pesan komunikasi dibagi menjadi pesan inti, teknis, dan persuasif, serta disesuaikan dengan segmentasi audiens seperti madrasah, aparatur Kemenag daerah, dan publik luas. Temuan lapangan mengungkap bahwa madrasah merespons positif konten video karena bersifat praktis, repetitif, dan visual. Namun, kendala berupa literasi digital yang beragam, keterbatasan jaringan internet, serta perbedaan kapasitas SDM menyebabkan variasi pemahaman. Selain itu, terdapat korelasi antara pendampingan aktif Kemenag daerah dan keberhasilan implementasi program di tingkat madrasah. Strategi komunikasi Kemenag melalui platform digital terbukti efektif dalam meningkatkan pemahaman madrasah terhadap BKBA, namun belum sepenuhnya merata karena variabel konteks daerah dan kemampuan teknis penerima manfaat. Penelitian ini merekomendasikan penguatan komunikasi dua arah, optimalisasi pendampingan, dan diversifikasi media agar informasi lebih mudah diakses dan dipahami oleh seluruh madrasah di Indonesia. The advent of digital transformation in public administration requires governmental institutions to optimize adaptive, responsive, and transparency-oriented communication strategies. Indonesia's Ministry of Religious Affairs (Kemenag RI) confronts this imperative in disseminating information about the Performance and Affirmation Assistance (BKBA) program, an integral component of the Realizing Education's Promise – Madrasah Education Quality Reform (REP-MEQR) Project. This initiative serves not merely as a budget distribution mechanism but functions as a performance-based and data-driven instrument for enhancing educational quality in Islamic schools (madrasah). Consequently, effective communication strategies are essential to ensure madrasah comprehend procedures, comply with regulations, and implement the program with proper accountability. This study employs a qualitative approach grounded in constructivist paradigm. Data were collected through observation, content analysis of BKBA socialization videos, and in-depth interviews with ministry officials, REP-MEQR project management teams, and madrasah principals receiving assistance. Purposive sampling guided informant selection based on their direct involvement in program implementation. Data analysis followed the Miles and Huberman model, encompassing data reduction, display, and conclusion drawing. Validity was ensured through triangulation of sources, techniques, and timeframes. Findings reveal that Kemenag implements a structured communication strategy combining top-down and bottomup approaches. YouTube emerged as the primary dissemination channel due to its accessibility, flexibility, and capacity to facilitate nationwide digital training. Communication messages were categorized into core, technical, and persuasive content, tailored to distinct audience segments including madrasah institutions, regional ministry personnel, and the general public. Field observations indicate that madrasah responded positively to video content given its practical, repetitive, and visual nature. Nevertheless, challenges such as disparate digital literacy levels, limited internet connectivity, and varying human resource capacities resulted in uneven comprehension. Furthermore, a correlation exists between active regional ministry support and successful program implementation at the madrasah level. Kemenag's digital platform communication strategy proved effective in enhancing madrasah understanding of BKBA; however, implementation remains uneven due to regional contextual variables and beneficiaries' technical capabilities. This research recommends strengthening bidirectional communication, optimizing assistance programs, and diversifying media channels to ensure information becomes more accessible and comprehensible across all madrasah throughout Indonesia.
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55222120027 |
| Uncontrolled Keywords: | Strategi Komunikasi, Kementerian Agama, BKBA, REP-MEQR, Konten Video, Analisis Komunikasi Communication Strategy, Ministry of Religious Affairs, BKBA, REPMEQR, Video Content, Communication Analysis |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | ARDIFTA DWI AFRIANI |
| Date Deposited: | 19 Jan 2026 03:05 |
| Last Modified: | 19 Jan 2026 03:05 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/100607 |
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